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Purplewashing is a term used to describe the practice of using feminist or LGBTQ+ issues to mask discriminatory or harmful practices. It involves selectively promoting certain aspects of feminism or LGBTQ+ rights to improve a company's or organization's image, while often neglecting or undermining these same issues in other contexts.[1]
In the context of feminism, it is used to describe a variety of political and marketing strategies aimed at promoting countries, people, companies and other organizations through an appeal to gender equality.[2][3] This marketing tactic has also been called "Femvertising", which was most discussed in Gillette Razor's #MeToo commercial aimed towards toxic masculinity.[4]
In the context of LGBTQ+ issues, Purplewashing is also a term used to refer to a phenomenon where organizations or individuals selectively represent bisexual people and issues to appear inclusive, often for marketing or public relations purposes. (see LGBTQ+ section below)
Synonyms:
edit"Pinkwashing"[5] is another term used similarly to Purplewashing, it seems to mean the same thing and is used interchangeably with Purplewashing as sometimes pink is incorrectly labeled as the color of feminism instead of purple.
"Femvertising" is a combination of "feminism" and "advertising," and it refers to a marketing strategy that uses feminist themes or messages to appeal to women consumers
Marketing
editThrough marketing and political strategies that reinforce a commitment to gender equality, western countries use this as a method of image-cleaning.[6] This marketing tactic has also been called, "Femvertising", which was most discussed in Gillette Razor's #MeToo commercial aimed towards toxic masculinity. In advertisement, women are often portrayed through gender stereotypes, the objectification of the female body and the little representation of women. The term "femvertising" gained popularity in 2014 after the iBlog magazine SheKnows defined it as advertising that uses female-centric talent, messaging, and visuals to uplift and inspire women and girls, specifically due to its ability to question traditional gender stereotypes tied to women in advertising. Through "femvertising" marketers are able to reach female consumers as they use female empowerment to advertise.[7][8]
One of the most well known examples today is the Dove Campaign for Real Beauty (2004), which aimed to help young women and children gain confidence. By bringing up the idea of physical traits and other stereotypical traits associated to females whether it was personality, role, or occupation, it made sure to raise awareness that everyone was beautiful. Therefore, Dove is known for being positive advocates for women when it comes to social standards as they have used feminism in their advertising. This strategy is now used by many other brands and companies to attract female consumers.
Social media is a way in which companies can further market to females. Social media platforms such as Instagram portray the usage of "femvertising". Ads on social media apps provide a means for brands to bolster products and will strategize the marketable content that the users interacts with. These advertisements are generated based on the users’ activity, increasing interest and therefore the probability of purchases and interaction.[9] Social media feed that relates to females will drive the trends within these apps. Feminism is a popular way social media apps use female topics, such as campaigns for feminism or highlighting social issues involving females. The clothing company H&M designed a campaign titled "She's A Lady" in 2016 that was used on social media platforms. Campaigns as such online display the influence "femvertising" to invest in the interest of females.[10]
Political
editThere have been many well-known politicians who have said controversial statements regarding women yet continue to introduce schemes and policies that are for women’s development.[11] A very well known Chief Minister who has introduced many reforms and policies for women empowerment campaigns, such as, Mission Shakti which hopes to raise awareness and tackle crime against women has said "Comparing women to energy, he says just like unbridled energy can be destructive and can go haywire, so too if the spirit of women is not controlled then it can prove dangerous."[12][11] Within the Spanish Army, there have been many legislative and formal changes to fight sexism. However, it has not altered the relationship between the patriarchy and militarism that remains today within the Spanish Army. The report of Centre Delas d’Estudis per la Pau analyzes the women in the Armed Force and how they are far from actually reaching the feminist milestone for equality in the areas of power. Once again demonstrating the militaristic logic and patriarchal domination. The mechanisms and behaviours are perpetuated, regardless of changes, due to the preformative patriarchy. Through certain strategies, the Army has purple washed and therefore instrumentalized women in order to create a false reality of equality and modernity in the Armed Forces.[13]
Surface level inclusivity is a concern that the term purplewashing addresses. When it comes to pride events or awareness campaigns, companies may promote LGBTQ+ inclusivity by showcasing bisexuality as part of their broader representation of the queer community. This inclusion is often superficial, focusing on bisexuality as a marketing tool instead of meaningfully addressing the needs or challenges that bisexual individuals face, both within the LGBTQ+ community and society at large.
Bisexuality is sometimes tokenized in corporate pride campaigns—used to appear inclusive, without an actual commitment to advocating for bisexual individuals’ rights. This can be part of a larger trend of rainbow capitalism where companies display rainbow flags or market pride merchandise, but do little to support the community beyond that. The article suggests that this can be especially problematic for bisexual individuals, whose experiences are often invalidated or ignored, even within queer spaces.
Bisexuality is often erased or misunderstood both in mainstream culture and within the LGBTQ+ movement itself. Even when companies claim to support LGBTQ+ rights, their promotional materials may fail to address the unique challenges faced by bisexual people—such as discrimination from both straight and gay communities, or the invisibility of bisexual identities. Purplewashing, in this context, is seen as further contributing to the marginalization of bisexuality by using it for profit without addressing or engaging with its complexities.
See also
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References
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- ^ Moscoso, Melania; Platero, R. Lucas (16 February 2017). "Cripwashing: the abortion debates at the crossroads of gender and disability in the Spanish media". Continuum. 31 (3): 470–481. doi:10.1080/10304312.2016.1275158. hdl:10261/187602. S2CID 151949284.
- ^ "Del pornoburka al purplewashing, los trucos más sucios contra el feminismo". El Confidencial (in Spanish).
- ^ "Gender and Military Culture" (PDF). Centre Delás.
- ^ Hinman, Pip (2019-01-23). "Gillette, gender and the struggle". Green Left. Retrieved 2020-03-16.
- ^ "The Poisoning Reality of Purplewashing and Pinkwashing". leed. Retrieved 2024-11-19.
- ^ "Purplewashing". Women and feminism. 2021-03-16. Retrieved 2021-03-16.
- ^ Becker-Herby, Elisa. "The Rise of Femvertising:Authentically Reaching Female Consumers". School of Journalism and Mass Communication.
- ^ Åkestam, Nina; Rosengren, Sara; Dahlen, Micael (2017). "Advertising "like a girl": Toward a better understanding of "femvertising" and its effects". Psychology & Marketing. 34 (8): 795–806. doi:10.1002/mar.21023. ISSN 1520-6793.
- ^ Descouens, Margot, and Valentine Gerbault. “Generation Y’s Attitude towards Femvertising in Cosmetics: Women Empowerment or Purplewashing?” UMEÅ University , 2021.https://umu.diva-portal.org/smash/get/diva2:1572017/FULLTEXT01.pdf
- ^ Davis, Darrell (February 13, 2020). "Power of Femvertising a New Weapon for Social Media Marketing".
- ^ a b Aggarwal, Ishika (February 4, 2021). "What is purple washing? How does it show the double standards of the perpetrator?". One World News. Retrieved March 8, 2021.
- ^ "UP govt to launch 6-month long women empowerment programme 'Mission Shakti' to raise awareness". News On AIR. October 17, 2020. Retrieved March 8, 2021.
- ^ "Report 41: Acculturation & purplewashing in the Spanish Army. A study of token women". Delas. Retrieved 2021-03-16.
- ^ "The Paradox of Purple Washing". Queer Majority. 2020-01-01. Retrieved 2024-11-19.